advertising theories in impulse purchase elements for itv

Transcription

Proceedings of the 5th International Conference on Computing and Informatics, ICOCI 2015
11-13 August, 2015 Istanbul, Turkey. Universiti Utara Malaysia (http://www.uum.edu.my )
Paper No.
216
ADVERTISING THEORIES IN IMPULSE PURCHASE
ELEMENTS FOR ITV ADVERTISEMENT
Azizah Che Omar1, Siti Mahfuzah Sarif2, and Norshuhada Shiratuddin3
1
Universiti Utara Malaysia, [email protected]
Universiti Utara Malaysia, Malaysia, [email protected]
3
Universiti Utara Malaysia, [email protected]
2
ABSTRACT. This paper reports an ongoing study related to the design of
conceptual design model of interactive television (iTV) advertisement towards impulse purchase tendency. Despite many studies have been proposing factors of impulse purchase in many different advertising medium like
website, mobile, traditional retail store, and traditional television; none of
the impulse purchase model is dedicated towards impulse purchase tendency
for iTV advertising. Therefore, one of the objectives of this study is to identify impulse purchase elements that are suitable for iTV advertising. In particular, this paper describes the connection between the identified impulse
purchase elements of iTV advertisement with the advertising theories
through content and comparative analysis. The finding shows that the elements of impulse purchase for iTV advertising can be classified into nine;
information, influence, emotion, attention, message, acceptance, still media,
motion media, and interactivity. In which all of the aforementioned elements
are substantiated by advertising theories as further discussed in this paper.
Keywords: interactive television advertising, advertising theories, impulse
purchase
INTRODUCTION
Television advertising is an important medium for marketers around the world and it
brings new opportunities for the advertisers to reach more consumers (IAB, 2013). In addition, most of the countries show that the advertising on television is an effective way to market products and bring effective strategies for marketing. According to Forecast Advertising
(2011), the advertising on television had grown by 6.0% globally in 2011 and generated $169
billion. Over the following five years, the industry should grow at an average rate of 7.5% to
the total of $243 billion by 2016.
Evidently, consumers have been discovered to purchase products and services that they
view on the television (Deloitte, 2011). This reflects the level of interactivities applied and
strategies imposed. There are different types of interactive advertising strategies to attract
consumers’ attention. According to NDS Business Consulting (2000), interactive advertising
can be categorized into response, jump, tag, incentive, targeted, viewers’ response, and impulse purchase. The retailing availability of the Internet has brought about increased impulse
purchase (Madhavaram & Laverie, 2004). Subsequently, impulse purchase accounts for a
large volume of products being sold every year (Hausman, 2000). Impulse purchase means,
purchase happened without planning and it happened when a consumer experiences positive
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effects when exposed to stimulus such as the product quality, promotion, brand identifier, and
product display (Park & Lenon, 2006). Apparently, by understanding the consumer behaviour
regarding impulse purchase will easily influence them to make purchases.
In addition, rapid developments in technology have also substantially changed the landscape of consumer behaviour. The era of digital television have witnessed a rapid evolution of
the technology which trigger the needs for a comprehensive study on interactive television
(iTV) advertising in order to optimize the effectiveness of television advertising. Azizah et al.
(2014) reports that nearing to nil research focuses on identifying the impulse purchase elements for iTV advertising. This is also supported by the surveys conducted in Azizah et al.
(2013) and Siti Mahfuzah et al. (2013). Therefore, one of the objectives of this study is to
focus on identifying the impulse purchase elements that are suitable for iTV advertising. In
particular, this paper discusses the connection between the identified impulse purchase elements of iTV advertisement with the advertising theories through comparative and content
analysis.
METHODOLOGY
As mentioned previously, the finding reported in this paper is mainly obtained through
comparative and content analysis. The aforementioned activities took part in three phases.
Firstly, a comparative analysis of existing studies was conducted to elicit the generic elements
of impulse purchase for iTV advertising. A total of 16 literatures which covers the spectrum
of different advertising medium, e.g. website advertising, traditional television advertising,
and interactive advertising, was compared and studied in details. Next, six advertising theories; Elaboration Likehood Model, Persuasion Knowledge Model, Hierarchy of Effects Model, Means End Theory, Verbal and Visual Imaging and Conditioning Theory model, were
reviewed and mapped to the identified impulse purchase elements. Finally, after identifying
the generic elements of impulse purchase for iTV advertising and reviewing the advertising
theories, the last phase involve the integration of the advertising theories with the impulse
purchase elements.
Identifying Impulse Purchase Elements for iTV Advertisement
Prominent work by Armstrong (2010) has outlined three major impulse purchase components; strategy, general tactics, and media specific tactics. These components are presented
in an order that reflects a natural progression in the design process. These components are
used as basis to classify the impulse purchase elements which were gathered from a comparative analysis of eight advertising samples across three medium (i.e., website, TV, interactive
TV). Elicitation work was then pursued to identify the common elements across the samples.
Table 1 shows the elicited elements of impulse purchase for iTV advertising.
Table 1. The elements of impulse purchase elements for iTV advertising
Components-elements-sub elements
Information
Strategy
Influence
Emotion
Show product characteristics
Price descriptions
Include product distribution
Show product quality
Sales promotion
Free gift and rewards
Trial and free samples
Happiness
Trust
A1
A2
A3
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
764
√
√
√
√
√
√
A4
√
√
√
√
A5
A6
√
√
√
√
√
√
√
√
√
√
√
√
A7
√
A8
T
√
8
√
4
5
√
√
√
√
√
√
√
8
5
4
2
7
6
√
Attention
General
tactics
Message
Acceptance
Still Media
Media
specific
tactics
Motion Media
Interactivity
Self-expression
Brand identifiers
Slogans & taglines
Credible spokesperson
Powerful text
Simplicity and clarity
Consistency
Demonstration product
problem and solution
Data evidence or testimonial
Endorsement by celebrities, expert or customer
Product comparison
Headline
Pictures
Text
Scenes (video)
Audio (voices, music
and sound)
Animation (effect)
Graphic
Navigation
Interaction
Remote control
Hand gesture
Voice recognition
Touch screen
Face recognition
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
Paper No.
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√
√
√
√
√
√
√
√
√
√
√
√
√
√
4
8
7
6
7
7
6
4
√
√
√
5
√
√
√
7
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
2
8
8
8
6
6
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
Note.
A1 = Advertising 1
T = Total is referring to number of occurrence of each component
√ indicates the component is used in the advertising
From the above table, highlighted rows are discarded based on least number of occurrence
across samples. Additionally, the last element which is interactivity was added to Armstrong
(2010) original list since the interactivity element is crucial to cater for both interaction and
navigation styles in iTV medium.
Reviewing Relevant Advertising Theories
This study resort to analysing the following theories, which later being mapped to the
identifed impulse purchase elements for the iTV advertisement; (i) Elaboration Likehood
Model, (ii) Persuasion Knowledge Model, (iii) Hierarchy of Effects Model, (iv) Means End
Theory, (v) Verbal and Visual Imaging and (vi) Conditioning Theory. All of these theories
have been the most influential theories in advertising, marketing, and consumer behaviour to
date.
Elaboration Likehood Model (ELM). According to Petty, Cacioppo, & Schumann, (2013)
ELM is a model of persuasion that proposes two distinct routes to persuasion; the central
route and the peripheral route, which refer to attitude changes that occur through different
levels of evaluative processing. Central route, such as attitudes is formed through an extensive
and full effort process that scrutinizes a message for the quality of its arguments. In contrast,
the peripheral route refers to the attitude formation that is based on non-argument cues, such
as mood and source attractiveness. The model posits that when people have both the motivation and the ability to process the information presented in a persuasive communication, it
means that when the likelihood of message elaboration is high, then people will take the central route. In contrast, when the likelihood of message elaboration is low, they have lack of
motivation or the ability to process the information, and people tend to take the peripheral
route to persuasion.
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In addition, the strength of this theory is that the route taken has a number of important
implications. It determines the elements of a persuasive communication that is the most effective; either central cues (message quality) or peripheral cues (mood, expertise, and source
attractiveness. This theory also explains how the classic inputs into persuasion (source, message, recipient, and context) could have different impacts, depending on the particular route to
persuasion (Petty & Krosnick, 1995). In addition, this theory has been widely used to understand how persuasive advertising works (Petty et al., 2013; Liu et al., 2012; Haugtvedt &
Kasmer, 2008; Petty & Wegener, 1998; Kelman & Hovland, Sternthal, Dholakia, & Leavitt,
1978; Zanna, Kiesler, & Pilkonis, 1970).
Persuasion Knowledge Model (PKM). This model explains how the knowledge of marketers’ persuasion tactics affects consumers’ responses to such tactics (Bolatito, 2012; Friestad &
Wright, 1994). It decomposes the persuasion process into two primary elements; the target
and the agent. The target refers to the intended recipient of the persuasion attempt (the consumer), whereas the agent represents whoever the target identifies as the creator of the persuasion attempt (the marketer). The persuasion attempt encompasses not only the message of
the agent, which itself is influenced by the agent’s knowledge of the topic, target, the effectiveness and the applicability of different persuasion tactics, but it is also influenced by the
target’s perception of the agent’s persuasion strategy (Liu et al., 2012; Campbell & Kirmani,
2008).
In short, PKM emphasizes on how consumers develop and use the knowledge of persuasion to cope with the marketers’ claims. The model focuses more on the interaction between
the marketers (agent) and the consumers (target). The model sets up a symmetrical relationship between the agents (marketers) and the targets (consumers). With respect to a persuasion
episode (e.g. an advertising for a service), each party is depicted as having knowledge of the
other party, knowledge of the topic (e.g. the service), and knowledge of persuasion. With
these different forms of knowledge in place, the persuasion episode occurs in the interaction
between the agent’s persuasion attempt and the target’s persuasion coping behaviour (Bolatito, 2012; Liu et al., 2012).
Hierarchy of Effect Model (HEM). According to Egan, (2007), the hierarchy model is an
appropriate framework for any of these forms of communication and advertising (Sinh,
2004;Barry 2002; Belch & Belch 2009). They are useful to promotional planners from several
perspectives. They describe the series of steps potential purchasers must take to move them
from unawareness of a product or service to readiness to purchase it (Belch & Belch, 2009).
Then, the potential buyers may be at different stages in the hierarchy and make the advertisers
face different sets of communication problems.
The theory incorporates elements of awareness, comprehension, conviction, and purchase
as stages of the influence of advertising message on consumers’ behaviour Colley (1961).
Awareness is the stage where advertising can raise audiences’ awareness on advertising message. Comprehension is the stage where the consumers understands the core message of advertising, and then, conviction is the stage where the audience believes the genuineness of the
message that is delivered through advertising, and purchase is where the consumers follow up
their belief in the advertising message through the act of purchase. In conclusion, based on
hierarchy of effect model, it can be concluded that all the models focus on the different steps
that consumers must pass in the process towards buying a product when exposed to advertising. They must pass a linear process with each step completed before moving to the next one.
Means End Theory (MET). According to Zeithaml, (1988), MET provides a framework
that allows marketers to use a feedback loop to conduct consumers research and build a brand
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strategy simultaneously. In the process, viable alternative marketing positions can be created
and tested. This theory states that consumers have abstract ideals that guide their purchasing
decisions. Values such as happiness and success are end-states. Products and their attributes
that can help the consumer achieve an end-state are valued as instruments, or means to
achieve the desired end-state. Consumers also identify with attributes of the products that help
them achieve end-states on several levels. The ways that the consumers identifies with these
attributes set the product apart from all others in the same function category in the consumer’s
mind.
The MET states that an advertisement must contain a message or means that leads the consumers to a desired end state. The five elements stated in the model are Products Attributes,
Consumer Benefits Leverage Points, Personal Values and Executional Framework. The model is useful in the development of a product strategy because it shows key elements that motivate consumers and what the connections are between the motivators and the more tangible
product attributes.
Verbal and Visual Imaging. According to Scott (1994), the verbal means the greater emphasis is given on words in some of the advertisements in order to evoke the response from
the target market. Meanwhile, the visual imagery is considered to be more effective than the
verbal message. Visual imagery is stored both as pictures and words in brain and this dual
processing increases recall level. Also the visual imagery is considered to be a universal language for the advertisers as an image will depict the same thing for audience belonging to
different geographical and cultural settings. However, the meaning of a word maybe different
for different people. In this respect, the visual imagery is very effective.
Conditioning Theory. This theory is also called stimulus response theory that plays a huge
part in the concept of persuasion. Some stimulus trigger the consumers’ need or want, and this
in turn create the drive to response (Saari, Ravaja, Laarni, Turpeinen, & Kallinen, 2004). In
other word, it is more about leading someone into taking certain actions of their own, rather
than giving direct commands. For example in advertising, this is often done by creating commercials that make people laugh, using a sexual undertone, inserting uplifting images and/or
music and others, and then ending the commercial with a brand/product logo. For that reason,
conditioning theory is more applicable to the simple, basic purchase consumers make every
day, and the reinforcement advertising plays its most important role along with superior product performance and good service. Persuasion occurs when the change in belief, attitude, or
behavioural intention is caused by promotional communication such as advertising and personal selling. Hence, it is important for the advertiser to establish a connection to the consumers to bring back certain emotions when you see their logo in your local store. The hope is
that by repeating the message several times, it will cause the consumers to be more likely to
purchase the product because he/she already connects it with a good emotion and a positive
experience (Saari et al., 2004).
FINDINGS
As a result of the comparative analysis made to eight advertising samples, nine elements
of impulse purchase for iTV advertisement were elicited. Also, six advertising theories were
reviewed based on their relevancy and influences. These six theories were also used to further
support the validness of the identified impulse purchase elements for iTV advertisement. Table 2 describes in detail the mapping of the identified impulse purchase elements and the advertising theories.
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Table 2. Mapping of impulse purchase elements for iTV advertising with relevant advertising theories
No
Impulse
Purchase Elements
Information
1.
Advertising
Theory
Hierarchy of Effects
Model
Means End Theory
2
Emotion
.
Model
Means End Theory
Conditioning theory
3
Influence
.
Model
Means End Theory
4
Attention
.
Persuasion Knowledge
Model
Means End Theory
5
Message
Means End Theory
.
6
Acceptance
.
Model
Model
Means End Theory
.
7
Elaboration Likehood
Model
.
Verbal and Visual Imaging
Elaboration Likehood
Model
8
Still Media
Motion Media
Verbal and Visual Imaging
Description
Before a consumer develops a liking or dislike towards a product
or service, consumers must have sufficient knowledge of the
product or service. It is to make consumers aware and understand
the core message of advertising.
Cognitive strategies emphasize on the presentation of rational
arguments or pieces of information to consumers. When a cognitive message strategy is used, the advertisement’s key message is
about the product’s attributes or the benefits. Consumers can obtain
these benefits by using the product.
Once the knowledge is obtained, the advertiser can try to influence
the buyer by develop a liking a particular brand or product.
Affective component containing the feelings or emotions of a
person about an object, idea or topic. Emotional advertising
attempts to elicit powerful motions which eventually lead to
product recall and choice, including trust, self expression,
happiness, glamour, luxury, pleasure, romance, and passion.
It is important for the advertiser to establish a connection to the
consumers to bring back certain emotions when they see the advertisement.
Once the knowledge is obtained and a liking is developed, the
advertiser can try to influence the buyer to favour a particular
brand or product. Consumers can easily be influenced when it
involves on promotion and sales that will attract them directly to
buy the product.
Conative message strategies are designed to lead more directly to
some type of consumer response. They can be used to support
other promotional efforts, such as free gift, coupon redemption and
offers such as buy-one-get-one-free.
It explains how knowledge of marketers’ persuasion tactics affects
consumers’ response to such tactics. So, tactics such brand name
identifier, slogan and tagline play important role to attract consumer response.
The marketing team selects sources or spokespersons based on the
individual’s attractiveness, likeability, trustworthiness, expertise, or
credibility. The more of these characteristics that are present, the
better off the advertiser will be.
Choosing the right message strategy is a key ingredient in creating
a successful advertising program. To be effective, the message
strategy must be carefully matched with the leverage point and
executional framework that have been selected as well as with the
media that will be utilized.
Awareness is the stage where advertising can raise audience
awareness on advertising message.
The persuasion attempt encompasses not only the message of the
agent, which itself is influenced by the agent’s knowledge of the
topic, target, the effectiveness and the applicability of different
persuasion tactics, but it is also influenced by the target’s perception of the agent’s persuasion strategy.
The marketing team selects celebrities or expertise based on their
attractiveness, likeability, trustworthiness, expertise, or credibility.
The more of these characteristics that are present, the better off the
advertiser will be.
In contrast, when the likelihood of message elaboration is low, they
have lack of motivation or ability to process the information, and
people tend to take the peripheral route to persuasion.
The greater emphasis is given on words in some of the advertisements in order to evoke the response from the target market.
In contrast, when the likelihood of message elaboration is low, they
have lack of motivation or ability to process the information, and
people tend to take the peripheral route to persuasion.
The visual imagery is considered to be more effective than the
verbal message. Visual imagery is stored both as pictures and
words in brain and this dual processing increases recall level.
768
9
Interactivity
Conditioning Theory
.
Model
Paper No.
216
It is more about leading someone into taking certain actions of their
own, rather than giving direct commands.
With these different forms of knowledge in place, the persuasion
episode occurs in the interaction between the agent’s persuasion
attempt and the target’s persuasion coping behavior
CONCLUSION
Overall, this study has achieved the objective to identify impulse purchase elements for
iTV advertisement and consolidated the impulse purchase elements with advertising theories.
It was significance for this study to consider advertising theories as the guidance in determining the impulse purchase elements for iTV advertising. Findings for this study indicate that all
of the principles of advertising theories are applicable to be mapped to impulse purchase elements for iTV advertising. In addition, this study believes that by adding impulse purchase
elements in iTV advertising, the power of purchasing among viewers could increase. Besides
that, the study of impulse purchase brings more benefits to the advertisers to reach the target
market by understanding more about consumer behavior regarding impulse purchase. In relation to this, it will also help them to plan good marketing strategies and develop effective
advertisement in a systematic way.
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advertising theories in impulse purchase elements for itv

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